Maybelline's Entry into India (Case #22, Notes)
Overview
The overall objective of the case was to examine the efforts of an American company (Maybelline) as it enters a foreign market. The most important aspect of this entry is the fact that there is already an entrenched industry leader, Lakme.
Maybelline is a unique company because it is trying to use a uniform marketing theme throughout the world. This marketing strategy tries to capitalize on the "New York" look and targets a young demographic. The case gives an idea of where Maybelline stands in India; the growth potential and the unique market dynamics that characterize competition in the Indian color cosmetics market; and what the company must do for improvement.
Discussion Question
What strategies should Maybelline employ in India to compete effectively with industry leader Lakme Lever?